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Halewood International

Halewood to relaunch Botany Creek wine brand

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By The Drum Team, Editorial

September 15, 2011 | 1 min read

Halewood International is relaunching its Botany Creek wine brand in a bid to capitalise on the growing popularity of British Light Wines.

The drinks manufacturer claims the category is now worth £12.5m as consumers look for cheaper price points, lower ABVs and lighter tastes.

Botany Creek will be targeted at 18-34 year-old women and priced at £2.99. It will be packaged in a screw top bottle and promoted through trade press advertising, in-store point of sale and sampling.

Richard Clark, director of innovation at Halewood, said: "We have an opportunity to become leaders with the relaunch of Botany Creek in a category that is growing rapidly as Take Home retailers are now adding lower alcohol and British Light Wines to their portfolios.

"The target consumer is often looking for an alternative to traditional higher ABV wines and we believe Botany Creek delivers meets this consumer need."

Halewood International

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